Why Yahoo Might Have to Buy An Ad Tech Company

Because the products that Yahoo recently announced are not resonating in the online ad marketplace:

In introducing that collection of ad tech offerings, housed under the new brand Yahoo Advertising, the company boasted in a blog post of a “unified approach to digital advertising that only Yahoo can deliver.”The problem is, those products simply aren’t resonating in the online ad marketplace, say programmatic ad buyers and ad tech experts. Hence, the speculation that Yahoo could be in the market to buy some more ad tech.

via Why Yahoo Might Have to Buy An Ad Tech Company – CMO Today – WSJ.

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